Measuring The Real Value Of Content
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This presentation, taken from our "Lifting the Lid on Performance Content" event examines: - Performance Content metrics - Measurement strategy
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Measuring The Real Value Of Content
- 1. Measuring The Real Value Of Content Chris Arnold & Brian Corcoran
- 2. PERFORMANCE CONTENT METRICS MEASUREMENT STRATEGY INTRODUCTION
- 3. RE-CAP: THE CX LOOP WHERE DO I START? WHAT ARE MY OPTIONS? WHAT DO I BUY? UNDER- STAND
- 4. METRICS CAN BE ASSOCIATED BY CONSUMER JOURNEY STAGE “What are the best options for me?” Conversion Rate Conversion Sale AOV Number of Purchases “I want to purchase X, but which one?” Shares Reach Visibility Traffic “What are the wider audience needs and where can we play?” UNDERSTAND CONSIDER BUY Page Views Bounce Rate Time on Site Pages per Visit Conversion Rate
- 5. …AS CAN THEIR ACTIVITIES Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation
- 6. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE Log File Analysis Measureme nt & Analytics Content Audit Data Driven Content Planning Information Architecture Platform Migration Meta Optimisation Local Optimisation Content Marketing & Digital PR Measurement & Analytics Log File Analysis UNDERSTAND
- 7. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE Local Optimisation - Local Search Visibility - Local Search Traffic Log File Analysis Measureme nt & Analytics Content Audit Data Driven Content Planning Information Architecture Platform Migration Meta Optimisation Local Optimisation Content Marketing & Digital PR Measurement & Analytics Log File Analysis UNDERSTAND
- 8. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Log File Analysis Marketplace Optimisation Information Architecture Editorial Production Measureme nt & Analytics Data-Driven Content Planning Content Audit Conversion Rate Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE UNDERSTAND PHASE Content Audit Data Driven Content Planning Information Architecture Platform Migration Meta Optimisation Local Optimisation Content Marketing & Digital PR Measurement & Analytics Log File Analysis UNDERSTAND Local Optimisation - Local Search Visibility - Local Search Traffic - Organic Visibility - Organic Traffic META Optimisation
- 9. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production Performance Optimisation CONSIDER UX Optimisation & Testing Marketplace Optimisation App Store Optimisation Editorial Production Graphic Design & Production Content Marketing & Digital PR Measurement & Analytics
- 10. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production Performance Optimisation UX Optimisation & Testing - Page Views - Bounce Rate - Time on Site - Pages per Visit - Conversion Rate CONSIDER UX Optimisation & Testing Marketplace Optimisation App Store Optimisation Editorial Production Graphic Design & Production Content Marketing & Digital PR Measurement & Analytics
- 11. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE CONSIDER PHASE CONSIDER UX Optimisation & Testing Marketplace Optimisation App Store Optimisation Editorial Production Graphic Design & Production Content Marketing & Digital PR Measurement & Analytics Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production Performance Optimisation Editorial Production UX Optimisation & Testing - Page Views - Bounce Rate - Time on Site - Pages per Visit - Conversion Rate - Bounce Rate - Time on Site - Organic Visibility - Organic Traffic
- 12. Log File Analysis Measurement & Analytics Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE BUY PHASE BUY Conversion Rate Optimisation UX Optimisation & Testing Measurement & Analytics Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production
- 13. Log File Analysis Platform Migration Performance Optimisation Graphic Design & Production Marketplace Optimisation Information Architecture Local Optimisation Editorial Production Data-Driven Content Planning Content Audit Conversion Rate Optimisation META Optimisation UX Optimisation & Testing Content Marketing & Digital PR App Store Optimisation ACTIVITIES THAT RESONATE WITH THE BUY PHASE BUY Conversion Rate Optimisation UX Optimisation & Testing Measurement & Analytics Performance Optimisation Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production Performance Optimisation Performance Optimisation Performance Optimisation Editorial Production Editorial Production Editorial Production Measurement & Analytics - Conversions - Traffic - AOV - # Of Purchases - Revenue
- 14. TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
- 15. TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
- 16. TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
- 17. TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
- 18. TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
- 19. SECONDARY TOOLS THAT ASSIST WITH ESTABLISHING OBJECTIVES
- 20. PRIMARY TOOLS THAT INFORM PERFORMANCE CONTENT OBJECTIVES & KPIS Web Analytics & Ranking Tools
- 21. CASE STUDY: STUDENT LIVING INDEX APPROACH - Content that showcases the top 25 student cities about their spending habits and then rank cities by cost friendliness RESULTS - 230% increase in Share of Voice on core ‘Student’ KW group - 50,000+ Organic Visits OBJECTIVE - Improve the organic visibility of NatWest’s Student products
- 22. THOUGHTS ON MEASUREMENT STRATEGY Measurement Framework Budget Setting (MMM) Attribution Modelling
- 23. THOUGHTS ON MEASUREMENT STRATEGY Measurement Framework Budget Setting (MMM) Attribution Modelling
- 24. NOT A DASHBOARD CONNECTS OUR BUSINESS ACTIVITY TO THE BALANCED SCORECARD OF CLIENT ENSURES WE ARE HIGHLY FOCUSED POWERS LIVE ROI A TOOL TO MEASURE MARKETING EFFECTIVENESS WHAT IS A MEASUREMENT FRAMEWORK?
- 25. BRAND CUSTOMER EXPERIENCE PRODUCTS Customer Experience + Simplify Product Understanding + Support Growth No. 1 xxx CUSTOMER BASE Trust Brand Consideration Buzz Sentiment NPS/Advocacy Customer Satisfaction Complaints Visit to the Website Open and Transparent Fair Profitability Rankings Market Share Acquisition Retention Main Bank Share of Wallet EXAMPLE: FINANCIAL SERVICES
- 27. The Development Process Discover Define Design Develop Deploy STAGED APPROACH WITH FULL PROJECT MANAGEMENT NEVER UNDER-ESTIMATE THE IMPORTANCE OF THE ‘DISCOVER’ PERIOD ‒ INITIAL FOCUS MUST BE ON THE CHALLENGE AND NOT A SOLUTION ‒ INCLUDES KEY DATA & TECH AUDITS ALWAYS REQUIRES CLEAR CLIENT ‘OWNER’ and maintain
- 28. THOUGHTS ON MEASUREMENT STRATEGY Measurement Framework Budget Setting (MMM) Attribution Modelling
- 29. MMM (MARKETING MIX MODELLING) -10,000 -5,000 0 5,000 10,000 15,000 20,000 23-Sep-06 14-Oct-06 04-Nov-06 25-Nov-06 16-Dec-06 06-Jan-07 27-Jan-07 17-Feb-07 10-Mar-07 31-Mar-07 21-Apr-07 12-May-07 02-Jun-07 23-Jun-07 14-Jul-07 04-Aug-07 25-Aug-07 15-Sep-07 06-Oct-07 27-Oct-07 17-Nov-07 08-Dec-07 29-Dec-07 19-Jan-08 09-Feb-08 01-Mar-08 22-Mar-08 12-Apr-08 03-May-08 24-May-08 14-Jun-08 05-Jul-08 26-Jul-08 16-Aug-08 06-Sep-08 27-Sep-08 18-Oct-08 08-Nov-08 29-Nov-08 20-Dec-08 10-Jan-09 31-Jan-09 21-Feb-09 14-Mar-09 04-Apr-09 25-Apr-09 16-May-09 06-Jun-09 27-Jun-09 18-Jul-09 08-Aug-09 29-Aug-09 KitKat4FVolumeSales Actual Sales
- 30. DECOMPOSITION OF CONTRIBUTION -10,000 -5,000 0 5,000 10,000 15,000 20,000 23-Sep-06 14-Oct-06 04-Nov-06 25-Nov-06 16-Dec-06 06-Jan-07 27-Jan-07 17-Feb-07 10-Mar-07 31-Mar-07 21-Apr-07 12-May-07 02-Jun-07 23-Jun-07 14-Jul-07 04-Aug-07 25-Aug-07 15-Sep-07 06-Oct-07 27-Oct-07 17-Nov-07 08-Dec-07 29-Dec-07 19-Jan-08 09-Feb-08 01-Mar-08 22-Mar-08 12-Apr-08 03-May-08 24-May-08 14-Jun-08 05-Jul-08 26-Jul-08 16-Aug-08 06-Sep-08 27-Sep-08 18-Oct-08 08-Nov-08 29-Nov-08 20-Dec-08 10-Jan-09 31-Jan-09 21-Feb-09 14-Mar-09 04-Apr-09 25-Apr-09 16-May-09 06-Jun-09 27-Jun-09 18-Jul-09 08-Aug-09 29-Aug-09 KitKat4FVolumeSales Base Promotions Media Price CONTENT Other Model Content Activity A Activity B Activity C Short Term ROI £1.25 £0.75 £1.50 Long Term ROI £3.00 £4.00 £2.50 A B C
- 31. THOUGHTS ON MEASUREMENT STRATEGY Measurement Framework Budget Setting (MMM) Attribution Modelling
- 32. ATTRIBUTION Email Search Display Search Affiliates LAST CLICK APPROACH X X X X Email Search Display Search Affiliates MULTI-TOUCH ATTRIBUTION Email Search Display Search Affiliates Which interaction is responsible for the conversion? The industry default A better way…
- 33. UNDERSTANDING CONTRIBUTION TO A GOAL
- 34. ATTRIBUTION: DEVELOPED PROPRIETARY APPROACH MACHINE-LEARNED, ALGORITHMIC APPROACH DETERMINES THE CONTRIBUTION VALUE OF EACH ATTRIBUTE AUTOMATED INTEGRATION OF OUTPUT TO OPTIMISATION BID PLATFORMS
- 35. APPROACH Our advanced, algorithmic model uses machine-learning techniques to derive touchpoint values that are continuously updated Integration of optimisation recommendations are connected directly into execution platforms ROI Cost per quote improvement of 10% from a single product Equivalent of +£1m of media efficiency gain in a year OBJECTIVE Understand the true contribution of digital touchpoints to online Quotes and Sales to direct granular budget optimisation CASE STUDY: ATTRIBUTION UK MAJOR INSURANCE PROVIDER
- 36. KEY TAKEAWAYS User Journey Metrics Activity Tools The 5 D’s Marketing Mix Modelling Contribution towards a goal HAVE A CLEAR OBJECTIVE HAVE A MEASUREMENT FRAMEWORK CONSIDER ROI & ATTRIBUTION
Editor's Notes
- James + Shaun, Performance Content Framework Focuses on 3 stages, Understand, Consider, Buy (focuses on post awareness) Measure each stage 3 key areas Understand – Broader category analysis (need & lifestage) Research – What sort of product or service do I need? Purchase – Which product or service am I going to buy (transactional)
- Common metrics can be associated to each stage could be: Understand Shares – who shares? Reach – who links/mentions? Visibility – who can see Traffic – who visits Consider Who engages with my content? Buy Who converts
- x Across performance content pillar…
- Content Audit, understanding content gaps amongst competition. Content Planning, delivering content that meets user needs. Do we need to migrate platforms to meet the user needs? Measurement & Analytics is a point is an activity that resonates across each stage.. Log file Analysis, understand how search engines interact.
- Is the searcher intent local based? Are users frequently travelling to your website via mobile devices? Metrics associated to local optimisation could be local visibility and traffic
- Meta Optimisation Opportunity to capture and entice wider audience Traffic & Visibility
- More focused activity that looks to impact consideration type mind-sets Marketplace Optimisation, in most cases users already have a product in mind that they’d like to purchase. Seeking product, pricing and review information before making a purchase decision. App Store Optimisation, a user who downloads an app has a high propensity to be within the consideration phase
- - UX Optimisation, Engage users to
- - Content to develop further consideration, potentially geared around content audits/gaps
- Both UX and CRO can be situated as part of the buy phase. Developing a better User Experience that pushes a consumer towards a point of conversion.
- xxx
- Approach - Students are more concerned than ever about financing University -NatWest are an authority on Student finance We know cash can be a rare commodity when you're a student, so, in partnership with an independent research company, we've produced the Student Living Index to show students which cities they can see their money go further. We took a sample of 2486 students to give you an idea of how much students spend in the UK on things like travel, eating out and food shopping in each city compared with last year. You can also find out how much time they're dedicating to part-time work and studying.